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Presentation -Social Judgment Theory Presentation -Social Judgment Theory Discussion – Social Judgment TheoryDiscussion – Social Judgment Theory Presentation/Discussion – Cognitive Presentation/Discussion – Cognitive

Constancy TheoriesConstancy Theories

Key PointsKey Points

People with high ego-involvement People with high ego-involvement have a narrow latitude of have a narrow latitude of acceptance, a strong anchor point acceptance, a strong anchor point and a large latitude of rejection.and a large latitude of rejection.

Latitude of RejectionA NC

Ego-InvolvementEgo-Involvement

The issue is important to you.The issue is important to you.

Anchor PointAnchor Point

The central point of your belief system The central point of your belief system about anything. It is your anchor.about anything. It is your anchor.

A strongly held belief will have a large A strongly held belief will have a large anchor.anchor.

A weakly held belief will have a small A weakly held belief will have a small anchor.anchor.

Key PointsKey Points

People with low ego-involvement People with low ego-involvement have a wide latitude of non-have a wide latitude of non-commitment.commitment.

Latitude of Non-CommitmentA R

Key PointsKey Points

People with moderate ego-People with moderate ego-involvement have a more evenly involvement have a more evenly distributed latitudes.distributed latitudes.

NCA R

Key PointsKey Points

People with an open mind have a People with an open mind have a broad latitude of acceptance.broad latitude of acceptance.

Latitude of Acceptance RNC

Why is this important?Why is this important?

Because our best chance for Because our best chance for affecting attitude shift is to present affecting attitude shift is to present information that is as discrepant as information that is as discrepant as possible with their anchor while possible with their anchor while being in their latitude of acceptance. being in their latitude of acceptance.

A NC R

A little is better than noneA little is better than none

An incremental change may be the An incremental change may be the best we can get at any one time, but best we can get at any one time, but over time we may see a more over time we may see a more prominent shift. prominent shift.

A NC R

Other Key PointsOther Key Points

A highly credible speaker will stretch A highly credible speaker will stretch a person’s latitude of acceptance.a person’s latitude of acceptance.

Focus on the other person’s point of Focus on the other person’s point of view rather than just what you want view rather than just what you want to say.to say.

Be satisfied with what CAN be done.Be satisfied with what CAN be done.

Cognitive Constancy Cognitive Constancy TheoriesTheories

Cognitive DissonanceCognitive Dissonance Balance TheoryBalance Theory Congruity TheoryCongruity Theory Rokeach’s Value TheoryRokeach’s Value Theory

Cognitive Dissonance Cognitive Dissonance TheoryTheory

Based on the belief that we have a Based on the belief that we have a drive for lack of cognitive dissonance. drive for lack of cognitive dissonance.

In other words, we want consistency In other words, we want consistency between our beliefs and our actions. between our beliefs and our actions.

We also want consistency between We also want consistency between our beliefs.our beliefs.

We seek to avoid We seek to avoid dissonancedissonance

Surround ourselves with people of Surround ourselves with people of the same attitudes.the same attitudes.

Selective exposure to information Selective exposure to information that supports our beliefs.that supports our beliefs.

What if we can’t avoid it?What if we can’t avoid it?

If we have psychological If we have psychological inconsistency involving behavior, we inconsistency involving behavior, we either have to change our attitude or either have to change our attitude or our behavior. our behavior.

Change will occur in whichever has Change will occur in whichever has the weakest resistance to change. the weakest resistance to change.

Or . . .Or . . .

We can trivialize or minimize the We can trivialize or minimize the transgression (only if we have high transgression (only if we have high self-esteem)self-esteem)

What if we can’t avoid it?What if we can’t avoid it?

If we have psychological If we have psychological inconsistency involving cognitions, inconsistency involving cognitions, we either have to change our we either have to change our attitude or change the weight of one attitude or change the weight of one of the cognitions. of the cognitions.

How does this pertain to us?How does this pertain to us?

We can create dissonance to induce We can create dissonance to induce a behavior shift (but that does not a behavior shift (but that does not ensure an attitude shift)ensure an attitude shift)

Other OptionsOther Options

We can become a credible person in We can become a credible person in a person’s life and suggest a person’s life and suggest incremental change incremental change

How does this relate to Social How does this relate to Social Judgment Theory?Judgment Theory?

Other theoriesOther theories

Balance theoryBalance theory

Congruity TheoryCongruity Theory

Rokeach’s Value TheoryRokeach’s Value Theory